The wood and steel frame building industry in Europe – competitive ...

A competitive analysis of the

timber and steel frame building

industry in Europe

Stockholm, November 2008

Sweden

Compiled by Ann-Sophie Klusell

[email protected]

Executive summary

Timber/wood and steel belongs, as well as concrete, to the most common materials for

construction. These building materials offer different possibilities in the construction due to

its characteristics. The wood/timber and steel frame industries as well as the concrete industry

play a major role in the building and construction industry of today. For the concrete industry,

the competitive situation related to the steel- and wood/timber industry, differ throughout

Europe mainly due to restrained regulations in a numerous of country during the last years to

allow multi-storey wood/timber frame construction. This has resulted in that the competitive

situation in the market place has strengthened. This paper contains a competitive analysis of

the wood/timber and steel frame building industry in Europe. The information presented in

this paper, concerning wood/timber and steel industry, are based on reports and competitive

analysis from eight Bibm countries out of 15. The countries are Austria, Belgium, Finland,

Ireland, Italy, The Netherland, Sweden and United Kingdom.

Information obtained from the wood/timber industry shows a lack of trade organisations. This

is particularly obvious for the wood/timber frame industry. On the other hand, according to

the majority of the country reports, the wood/timber industry has been very successful in

terms of marketing the concept of wood/timber frames in building constructions. One reason

for that is the strong governmental support the industry receives in some of the countries.

Another reason is that several of the industries have created specific organisations mainly

focusing only on marketing activities as well as developing strong collaboration partners.

Examples of activities, made by the marketing organisations, are trade fairs, seminars, and

different kind of prizes with focus on architects, designers, and students in order to encourage

the use of wood/timber in construction works. The listed advantages for timber/wood frames

are that timber/wood is perceived as a natural material and therefore environmentally correct

and ecological. The weaknesses, pointed out in most of the reports, are the damp and mould

issues as well as the risks of fire linked to timber/wood frames. The threats or challenges

facing the timber/wood industry are raising prices of energy and raw materials but also the

effects of the current economic situation which makes the growth slow down.

Promotion carried out by the steel industry is manifested through different kind of awards and

prizes to encourage the use of steel in construction projects and to give rise to new ideas and

inspirational designs. But the aim is also to bring attention to architects, engineers and

companies that choose to utilise the properties of steel in a clear, well executed manner. An

advantage listed by the use of steel in construction is its sustainability. Steel is said to be the

world‟s most recycled construction material by far. The main opportunity available to the

industry is increasing export possibilities. The biggest threat towards the steel industry is the

increasing cost of raw material and energy.

Table of contents

1. INTRODUCTION 1

2. SECTION 1: WOOD/TIMBER 2

2.1 AUSTRIA 2 2.2. BELGIUM 3 2.3 FINLAND 5 2.4 IRELAND 6 2.5 ITALY 8 2.6 THE NETHERLANDS 8 2.7 SWEDEN 9 2.8 UNITED KINGDOM 11 2.9 ANALYSIS AND CONCLUSION 13

3. SECTION 2: STEEL 15

3.1 AUSTRIA 15 3.2 BELGIUM 16 3.3 FINLAND 17 3.4 IRELAND 18 3.5 ITALY 18 3.6 THE NETHERLANDS 18 3.7 SWEDEN 19 3.8 UNITED KINGDOM 21 3.9 ANALYSIS AND CONCLUSION 22

4. APPENDICES 23

5. REFERENCES 27

1

1. Introduction

The timber/wood and steel frame industries, as well as, the concrete industry play the major

roles in the building and construction industry today. The competition the concrete industry is

facing from wood and steel looks differently throughout Europe due to that building

regulation were relaxed in a numerous of country during the last years to allow multi-storey

timber frame construction the competition has strengthen.

This paper contains a competitive analysis of the timber and steel frame building industry in

Europe. The information about wood/timber and steel industry presented in the paper was

received in from of reports and competitive analysis from eight Bibm countries out of 15,

namely Austria, Belgium, Finland, Ireland, Italy, The Netherland, Sweden and United

Kingdom. Information was also retrieved from different websites of timber and steel trade

associations.

The paper is divided in two parts, wood/timber and steel. Each section contains branch

information for each country regarding trade organisations and their objectives, followed by

marketing strategies and selection of arguments used by each industry in promoting their

products. The country specific features ends with a SWOT where strengths, weaknesses,

opportunities and threats within the industry is pointed out. Each section ends with analysis

and conclusion of the present competitive situation.

Appendices are presented at the end of the paper. The figures represent only some of the

industries included in the paper.

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2. Section 1: Wood/timber

2.1 Austria

Number of people employed in timber-frame construction branch in Austria is approx. 33 000

people, of which 10 000 are employed in the sawmills.

Trade organisations and objectives

There exist several trade organisations in Austria. A selection of them is presented below.

proHolz Austria is a marketing organisation. The organisation‟s objective is to market the

Austrian forestry industry efficiently, nationally and internationally. The organization is also

supposed to give qualitative and economic benefit for its customers. Strengths like availability

and sustainability of wood are advertised as well as the creation of platforms and networks.

The international aim is to increase the export of wood. Website: www.proholz.at

Fachverband der Holzindustrie Österreichs [Industrial union of the forestry industry in

Austria] is an interest organisation within the wood industry. The organisation has around 30

000 members (2007). Its objective is to promote cooperation for the people involved in the

value-added chain, also on an international level. It also aims to increase the market share in

the core sections before 2010. Website: www.holzindustrie.at

Forst Holz Papier [Forestry Wood Paper] is a co-operation of the forestry, wood, paper and

pulp industry. One of their main topics is to concentrate on national cooperation. They also

put emphasis on the importance of all members in the value-added chain “Forestry-Wood-

Paper”. Further, it is a competence center for all questions concerning the value-chain.

Website: www.forstholzpapier.at

Diverse wood clusters with around 18 000 members. The aim is to increase the range of small

and medium sized wood companies in the competition through a bundling of all strengths.

Websites: www.holzcluster.at, www.holzcluster-steiermark.at, www.holz-cluster.at

Marketing strategies

Big yearly campaign “Holz ist genial” (Wood is ingenious), website: www.holzistgenial.at

and “Stolz auf Holz” (Proud of wood). Other marketing activities are press releases,

international seminars and meetings, commercial activities etcetera.

Below is a presentation of a selection of the arguments used by the Austrian timber industry

in its marketing.

Wood does not produce any waste and it is totally recyclable.

Wood has just one tenth of the weight of steel.

Extraordinary structural-physical characteristics.

Wood is CO2-neutral.

Wood is light.

Wood is the material with the best rate of insulation and heat storage and saves heating

costs for every housing space.

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Wood burns, but the breakdown of wood in case of a fire is exactly accountable – an

advantage that not all materials have.

The insulation effect of an (a) 10 cm thin massive wood wall complies with a 160 cm

thick concrete wall.

Austrian companies and institutions are worldwide leaders in the development of

wood composites as well as in modern wood manufacturing and processing

technology.

Surfaces of wood strongly contribute to a comfortable room climate, since wood

regulates air humidity efficiently.

Building with wood is simple but demanding at the same time – architects, designer

and construction workers feel gratification, because they can treat a renewable,

philanthropic resource.

Living with wood – ageless beauty.

SWOT

Strengths Weaknesses

- Positive public image

- Excellent marketing results

- Closeness to the customer

- Environmental friendliness

- Strong networking between smaller sized

companies

- Fast construction periods (because of

prefabrication and immediate

stability/resistance of wood)

- Plenty of wood in Austria

- Flammability

- Rotting

- Bad image among non-wooden experts

- Fluctuating quality (raw materials)

Opportunities Threats

- Increasing public interest in the topic of

sustainability (nature, raw materials)

- Increasing export rates

- Wood is underestimated among non-

wooden experts

- Better knowledge and calculability of

construction due to improved research

- Fast (5 years) growing wood species for

increasing the cutting down rates of wood

- Customer identification with wooden

products due to brand

- Decreasing possibilities of import,

contingently simultaneous increase of

demand

- Increasing prices due to application of

wood as an energy generator

2.2. Belgium

(The) Number of people employed in the Belgium timber industry is approx. 24 700 people in

1660 companies (2007). Total turnover: 6,3 billion Euros (2007).

Construction elements:

- Amo(u)nt of companies : 270 (2006)

- Number|s| of employees: 3973 (2006)

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- Turnover : 1081 million Euros (17,1% du total)

- Change in turnover during 2007 : +6,6 %1


Fédération Belge de l’industrie textile, du bois et de l’ameublement (Fedustria a.s.b.l.) is an

organisation for textile, wood and furniture companies. The main goal of the organisation is to

reinforce the competitive position for its member companies. Website: www.fedustria.be

Fédération Nationale des Négociants en Bois (FNN). The FNN group contains consist of

more than 200 wholesales suppliers in Belgium. The operations of the organisation focus on

education, protection and development for its members. Each member of the FNN is also

indirectly affiliated to the Fédération Européenne du Négoce de Bois (FEBO). Website:

www.fnn.be

The area of wood/timber industry in Belgium is presently confronted with changeable

circumstances in connection with its general environment - legislations, image of industry - as

well as with the competition from low paid countries and distribution issues. The challenge

facing the Belgian wood industry can be summarized as staying competitive at an

international level on the local and international market. Focus on innovation and talent

development is also needed in order to be capable to compete in regards to quality.

In 2006 the Fedustria a.s.b.l. developed a new program focusing on the development of the

wood and furniture industry in Belgium. A selection of some of the goals of the program are:

- insist to political powers in order to increase the chances for development of firms within the

Belgian wood and furniture industry

- introduce the environmental advantages of wood

- follow and reinforce their efforts at the education level

- lead the campaign to improve the general perception of the sector

- support efforts relating to research and to development

- support the actions of protection against the unfair competition


The Belgium wood sector makes use of a various selection of marketing channels and

Belgium Woodforum is the organisation that is principally responsible for the marketing. The

forum undertaking to promote, in the broad sense of term, wood and wooden based products

to the general public. The objective of the forum is to implement the usage of wood in the

mentalities and behaviour(s) of the consumers. Their aim is also to emphasize the reasons

which justify the choice of wood and spread information and necessary knowledge about the

use of wood available for everyone. In order to do that Belgian Woodforum has several tools:

- Their website: www.woodforum.be, is the main sector of information and promotion of the

branch of Belgian wood.

- Their quarterly journal "Le Courrier du Bois”which is a reference of the branch.

- Their hotline (no. +32 2 219 28 32) where immediate information can be obtained.

- A range of technical publications, written in collaboration with scientific researchers.

- Supplementary training/education and conferences on demand.

- European wood promotion programs, with whom the Belgium Woodforum is participating,

such as European Wood Magazine, Archiwood.net etcetera.

- Promotion campaigns which deals with wood in general or more targeting, specific

applications.

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Belgian Woodforum has a building of 1700 m ² in the heart of Brussels (L‟Arsenal 2, Avenue

des Volontaires, 1040 Bruxelles) named « The Home of Wood ». The building is the rallying

point for the whole Belgium wood sector and its economic partners. The building is also used

for exhibitions, seminars, study-rooms, lectures, conferences and to introduce new products.

The building also includes a library. In 2006 a campaign took off to promote the timber

industry and to inform the advantages of using timber frames. A selection of arguments used

in promoting timber frames were:

It economises energy

It does not damage your health

It is fire resistant

It is an eco-friendly alternative, emitting less carbon dioxide

It is resistant

It offers a wide selection of choices

It is renewable

It produces oxygen

SWOT


- Natural material

- Ecological

- Multiple marketing channels

- Numerous initiatives of product promotions

- High production

- Good level of education

- No trade organisation focusing on

construction

- Improve the wood image to the general

public


- Natural material and environmentally

correct

- Competition from countries with lower

wages

- Recession

2.3 Finland


Suomen metsäteollisuuden keskusliitto [The Finnish Forest Industries Federation] works for

trade, technical affairs, labour affairs etcetera. The federation„s main focus is chemical wood

industry affairs and (its secondary focus is) mechanical wood industry affairs. They also work

to improve the competitiveness and profitability of the forest-based sector by strengthening its

operating conditions and building its positive image in Finland and abroad. Further, they

strive to influence decision-making in Finland and the European Union in matters that affect

the forest branch. They also promote entrepreneurship and healthy forms of business as well

as negotiate collective agreements in the branch. The membership covers the entire pulp,

paper and paperboard industry and about 80% of the sawmilling, plywood and wood products

industry in Finland. Webside: www.forestindustries.fi/esittely/Pages/default.aspx

Marketing of wood construction is taken care of by a separate organization, Puuinfo Oy.

Puuinfo Oy consists of a cluster of contractors for large scale wooden structures which

develops new guidance. Webside: www.puuinfo.fi/en/in_english.

http://www.forestindustries.fi/esittely/Pages/default.aspx

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Pientaloteollisuus PTT ry, (a family house industry association) is also working for the

market of wooden houses; it takes care of statistics etcetera.

Approx. 50 people are working within the trade organisation, from which about ten in wood

material leverage, about ten in information and economy, about ten in labour affairs, five for

lobbying, five for standardisation, five for technical development and projects.


Influence upon authorities and politicians, massive advertising (now less than some years ago,

R&D, projects for wooden houses, lobbying public opinion via press. The arguments used in

promoting the products is that wood is natural, Finnish, sustainable, environment-friendly

(CO2) and traditional.

SWOT

Strenghs Weaknesses

- Ecology

- Environmental friendliness (CO2)

- Timber products industry is very

heterogenic, only one big operator-

Finnforest Oyj

- Most of the companies are too small for

independent strategies

- World market price of wood varies too

much and weakens local businesses


- New consortiums, co-operation with towns

for new small house areas

- Supply of raw wood for industry from

Russia is threatened because of new Russian

customs fees - some 20 % of wood needed

has come from Russia

- Shrinking market of one family houses

- Low profits of wood industry

- Family stone houses have got more market

share, due to thermal mass, moisture

resistance, more marketing etc

2.4 Ireland

Market share: In 2007 the market share for timber frames reached an all time high of 25% to

30%. With the recent sharp decline in the market, timber frame market share may be as low as

10%. Timber frame market share grew from 5% to 30% market share in Ireland over a period

of 15 years.

Volumes: In 2004 (based on 77,000 house completions & 20% market share) softwood

consumption in the Irish timber frame sector was 160,000 m³ with an additional estimated

15,000 m³ used for truss rafters. In 2007 (based on 95,000 house completions & 25% market

share) softwood consumption in Irish Timber Frame sector is estimated at 200,000 m³ with an

additional estimated 19,000 m³ used for trussed rafters.

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Trade Organisation and its objectives

Irish Timber Frame Manufacturers Association (IFTMA). One full time representative (Peter

De Lacey Staunton) in Marketing and Technical Capacity and one part time representative in

similar capacity. Runs national advertising campaigns and based on level of activity would

appear to have an advertising budget in the range of €1 million. IFTMA has 24

members/manufacturers representing 80% of production of timber frame homes. The IFTMA

works to promote timber frame in general and it is a theoretically independent organisation.

However, until recently the organisation was controlled by Kingspan Century to the extent

that the Kingspan Century spokesperson is often perceived to be the national representative of

timber frames. This person was a high profile media specialist with contacts at the highest

level – but has since sold the company. The IFTMA represents the industry at trade shows and

runs national advertising campaigns.

Kingspan Century is the largest company within the branch. In 2005 and 2006 it enjoyed

record turnover and profits. At its peak in 2006 annual turnover was €100 million, with profits

of almost €10 million. In 2007 its profit levels fell sharply to just over €1.5 million. In 2008

the company will make a loss. Given the current housing market situation in Ireland, it is

highly likely that all timber frame manufacturers will make a loss and that many will close.

Marketing Strategies

The main strategy has been to use a „media guru‟ (former owner of Century Homes now

owned by Kingspan) who is well connected to leading television chat show hosts etcetera as

the mouthpiece for the industry. This character promoted himself as the „timber frame knight

in shining armour‟ out to slay the concrete industry „dragon‟ who supposedly was being

unfairly protected by government and government legislation. He received much media

coverage over a number of years but has now left Ireland.

The most important strategy was to sponsor an architect with his own television production

company (Duncan Stewart) who produced a television series called „About the House‟ –

which was one of the most popular programmes on Irish television. The programme has been

running for about 5 years. This show was sponsored by the state owned „Coillte‟ (the Irish

forestry industry representative body) and by Century Homes and others. The programme was

very successful and was relentless in its promotion of timber frame homes.

Irish Timber Frame manufacturers are frequent exhibitors at trade shows and exhibitions.

They also advertise a lot in trade magazines and on occasion on radio and television. The

IFTMA use „radio‟ as the main method of advertising timber frames.

Arguments used by IFTMA in promoting timber frames:

Timber is environmentally friendly and will help Ireland to fulfil its Kyoto

commitments.

Timber frame is warmer than masonry and delivers „huge‟ financial savings on

energy.

Timber frames are faster to construct and saves money for the builder (Masonry is a

„dinosaur‟ technology etcetera).

Technically – they say that both timber frame and masonry comply with the building

regulations and therefore that timber frame is „equivalent‟ to masonry.

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SWOT

Strength Weaknesses

- Excellent use of advertising media

- They have been very strong in getting their

„environmental‟ and „thermal insulation‟

messages across

- A substantial budget was set aside for

advertising and promotion – possibly 10

times bigger (per annum) than the masonry

industry when the housing market was at its

peak (very little advertising is now carried

out due to the downturn in the market)

- Not soundproof

- Negative media coverage on radio chat

- There is over supply in the market –

margins are low or non existent


- Very few opportunities at the present time - Many indicators suggest that the industry is

facing long term decline

- The „speed of construction‟ argument is

wearing thin with builders and the cost of

timber frame is now „more expensive‟ than

masonry

- One of the biggest house builders in the

U.K., Barratt Homes, has recently reverted

from timber frame to masonry and claims

that it will create a saving of 15% in the cost

of building a house

- The timber frame industry is seriously

threatened by a series of ongoing high profile

fires on multi-storey buildings in particular

2.5 Italy

The Italian precasters have historically never faced a serious problem in terms of competition

from the wood industry since it is a very small competitor and have therefore never carried

out any studies analysing the competition.

2.6 The Netherlands


Nederlandse Bond van Timmerfabrikanten [timber structure producers] or NBvT has 11

employees. The membership of the NBvT gives the timber structure producers a lot of

benefits and conveniences. The NBvT let the members know what the new developments are

and stimulates and coordinates innovation activities and the research that is needed. The

NBvT helps the members organisationally with staff, CAO, contracts, etcetera. They also help

on the technical level with the latest development in production, after-care and innovations.

NBvT takes care of the collective and individual interests of 250 timber structure producers.

They also provide an essential input to the development of building with timber by

stimulating innovations, cooperate to improve regulations and progressing the quality for the

members of the NBvT. Provision of services to the members in the fields of: delivery and

acquisition of selling, employment, technical business, product innovation, standards and

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quality, working conditions and environment, education, information, promotion and

publicity, representation in umbrella organisations, juridical and economics.

Centrum Hout [wood promotion] aims to advance the functional use of timber. Centrum Hout

organises congresses, Symposia and publishes brochures, book and technical documentation.

They also participate in trade fairs. Further, they work with publicity and promotion, advice

and research. Competence and objectivity are very important. The Centre progresses the

responsible use of timber in technical, economical, social and aesthetic relation.

Vereniging van houtskelet bouwers [timber frame builders]

Marketing Strategies

NBVT:

Trade fair for timber, brochures.

Centrum Hout:

Brochures, books, and (technical) timber documentation, het Houtblad (timbermagazine)

workshops, training and educational activities including support for university chairs, guest

lectures and the WoodChallenge student prize, project seminars and trade fairs.

SWOT

Strenghs Weaknesses

- Low-energy/durable

- Affordable

- Low weight

- Esthetical

- Sustainable

- Wood rot

- Material scarcity

- Keeps the heat inside for a very long time


- Sustainable

- Light weight

- Modern methods to treat coniferous to make

it as durable as tropical hardwood

- Wood rot (Dutch climate)

- Deforestation

2.7 Sweden

Number of people directly employed in the forestry and timber industries is approx 100,000,

of which approx 39,000 in the sawmill and timber products industries, and approx 4,300 in

the timber homes industry.

Trade organisations and their objectives

Trä- och Möbelindustriförbundet [Sweden‟s Employers‟ Association for the Wood Products

Industry] (TMF) works with the timber processing industry in Sweden and has around 800

member companies. The TMF includes the following sections: Svensk Möbelindustri

[furniture], Svensk Snickeriindustri [cabinetmaking], Svensk Trähusindustri [timber homes],

Svenska Träkomponenter [timber components] and Arbetsgivarfrågor [employer issues].

TMF operations are organised within three business areas: Employer Issues, Housing and

Building. The secretariat is located in Stockholm and the association also has representation

nationwide in various regional offices. Two people are employed at the secretariat in the

timber homes section. Website: www.tmf.se

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Skogsindustrierna [the Swedish Forest Industries Federation] is the trade and employers‟

organisation of the pulp, paper and wood mechanical industries. The activities of

Skogsindustrierna are structured within an employer section, which has three committees, an

economic policy section (six committees) and a section for timber promotions. The purpose of

the Skogsindustrierna trade organisation is to strengthen the companies‟ competitiveness and

promote the increased use of forestry products. Website: www.skogsindustrin.se

Sveriges Träbyggnadskansli [Sweden‟s secretariat for timber construction] acts to promote

the wider use of modern timber buildings on the Swedish construction market. The secretariat

also functions in a supportive capacity for all timber construction initiatives taken nationwide

in Sweden. Finally, the Secretariat also directs communications work concerning the

development of timber construction by means of information, training and project support.

The goal of the International Strategy for Building in Wood is to ensure that timber becomes

an obvious alternative in all construction projects, and that 30 % of all new buildings have a

timber frame in 10 to 15 years‟ time. In May 2008, a three-year campaign starts to promote

timber. The purpose is to provide information about the importance to the climate of the forest

and forest products.


The products offered by the industry are bearing-structures in timber in multi-storey

buildings, public buildings and infrastructure. Regarding the price of multi-storey buildings,

the timber homes industry believes construction is cheaper using timber frames than it is

using other materials. The fact that timber frame has a cost benefit is also used forcefully in

timber frame marketing. Timber is also marketed by more practical means. People are invited

to come and visit timber-framed multi-family buildings, to come in and “get the feel” of what

it is like. The purpose of this type of marketing is to convey the feeling and atmosphere of

living in a timber multi-storey building. The timber industry promotes its message through

seminars, workshops, competitions and exhibitions. A book has also been published, entitled

“Sverige bygger åter stort i trä, 55 exempel på modern träbyggnadsteknik i stora

konstruktioner” [Sweden is again building in timber on a large scale, 55 examples of modern

large structure timber construction techniques]. The purpose of the book is to show that there

now are a large number of examples of modern timber buildings and to provide inspiration for

building more. The timber industry also works actively to convey the skills of building in

timber for colleges and universities throughout Sweden. Getting young people involved and

interested contributes to the characterisation of timber construction as trendy and modern.

Modern to the extent that it is an innovation.

Below is a presentation of a selection of the arguments used by the Swedish timber industry in

its marketing of multi-storey buildings with timber frames.

A timber frame is an eco-friendly alternative, emitting less carbon dioxide.

Buildings constructed on a timber frame are lightweight and well suited to poorer

ground conditions.

It is cheaper to build using a timber frame than it is with concrete or steel.

Timber is a natural, Swedish material.

Research and the development of joists now permit timber-framed houses to have

acoustic insulation to equal that of a house built of concrete. Measures have also been

taken to deal with the risk of damp and mould.

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It is quicker to build with timber since no lengthy drying periods are required, such as

those linked to concrete.

Developments in the use of timber frames for constructing multi-storey buildings leads

to regional growth and increased employment.

SWOT


- Strong collaborative partners


- Swedish

- Environmentally correct

- Natural material

- Governmental support

- No trade organisation focusing on

construction

- Fire risk

- Damp and mould


- Increased exports - Raised export duties in Russia

- Price trends

- Research reports

2.8 United Kingdom

Market Share (revenues and volumes): the share of value of UK produced goods consumed

rose in 2007 to 31% (29.3% in 2006) as the share from Europe and Asia fell slightly.

Volume: the volume of timber and panels traded in the UK in 2007 increased to 18.2 million

m3, from a revised total of 17.0 million m

3 in 2006. Consumption of solid timbers (softwood

and hardwood) rose to 11.2 million m3 in 2007 from 10.4 million m

3 and the total for all panel

products combined reached 7.0 million m3

compared to 6.6 million m3 in 2006.


The Timber Trade Federation (TTF) represents the interests of the wood and wood products

industry to a diverse range of stakeholders, from the UK Government and EU to specifiers

and consumers of wood. Members benefit from the TTF's expertise in all aspects of timber -

from best environmental practice to technical standards - as well as exclusive discounted

added-value services. Membership of the TTF is open to any company or organisation with an

interest in timber.

The Timber Research and Development Association (TRADA) is an international centre of

excellence on the specification and use of timber and wood products. The association aims to

provide members with the highest quality information on timber and wood products to enable

them to maximise the benefits that timber can provide.

The British Woodworking Federation (BWF) is the trade association for the woodworking

and joinery manufacturing industry in the UK. It has over 500 members drawn from

manufacturers, distributors and installers of timber doors, windows, conservatories, staircases,

all forms of architectural joinery including shopfitting, timber frame buildings and engineered

timber components, as well as suppliers to the industry. The Federation provides service to its

members. Further, the BWF brings together individuals and companies within the industry to

share problems and experiences and find solutions together. The federation also provides its

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members with an influential voice in the development of woodworking and joinery product

standards in Britain and Europe.

The UK Timber Frame Association (UKTFA) was launched to provide a strong, unified voice

for the UK industry. Three people are working within the association. According to the

UKTFA they are the single organisation speaking for timber frame in the UK. Member

companies includes Timber Frame Manufacturers; Industry Suppliers; Architects and

Engineers; builders and contractors; erectors; and other trade associations. The purpose of

UKTFA is to inform and educate about timber frame constructions to the construction

industry, policy makers and the general public. Provide information and guidance, both

technical and consumer oriented. Promote higher standards through their Q-Mark quality

schema and training service. Help all construction sectors of the UK to exploit the benefits of

timber frame.


The TTF produces a number of publications regarding trading issues and environmental

topics.

The TRADA organise on-going programmes of information and research.

The BWF promotes its members, their products and the woodworking and joinery industry as

a whole using a variety of media such as their website, guides and publications, the BWF

technical helpline, inspections, detailed reports and expert witness statements, PR

programme, publicity and advertising in national, local and trade press publicists.

Some of the marketing activities used by the UKTFA are promotional literature, improvement

of the communication within the industry, PR, media, exhibitions, providing information.

Arguments used by the UKTFA:

Wood is engineered to the highest level of accuracy and quality

Significantly simplifies on-site construction

Promotes greater efficiency and supply chain integration

Brings predictability and greater control to the construction process

Meets and often exceeds all current building regulations

Performs well in terms of fire and flood resistance

Improves construction health and safety

Has fewer defects and high customer satisfaction

Is by far the most environmentally friendly way to build

Thermal and acoustic excellence

Durability

Design flexibility

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SWOT


- Sustainable and renewable nature

- Environmentally friendly, less CO2

- Ethical industry

- Growth slowing down due to the

combination of economic slowdown and

rising prices of energy and raw materials


- Bringing mutable benefits

- Maintenance of its rare ability

- Increasing litigation

- Maintenance of its rare ability

- The industry continues to be negatively

affected by the current economic situation

2.9 Analysis and conclusion

The presented information shows that the timber industry overall has a well developed trade

organisation structure. Important to point out, however, is that these trade organisations are in

general in charge for the whole wood industry and not specific for the timber frames industry.

Examples of countries that do not have trade organisations especially for its timber frame

industry is Belgium, Italy and Sweden. In special regard to Italy no studies have been carried

out analyzing the timber industry due to the fact that the Italian timber frame industry has

never been seen as a competitor to concrete. The Italian report points out however that

decision to start with marketing campaigns for the concrete branch need to be taken in order

to promote and differentiate the products against other materials. The report further highlights

that sustainability issues will become the most important point of view in regards to choice of

material for new constructions in the future. This is as well emphasised in the report from the

Netherlands, which indicates that the trend of sustainable purchasing may result in the

increase of timber frame constructions.

According to the majority of the country reports the timber industry has been very successful

in terms of marketing. Both in Belgium and Sweden the industries use multiple marketing

channels and the timber industry marketing success is also pointed out in the Austrian and

Irish reports. The reason for that may be a result from the governmental support the industry

receives in some of the countries but also that several of the industries mentioned have

specific organisations/sections focusing only on marketing activities as well as developing

strong collaboration partners.

A summary of activities made by the marketing sections of the industry are trade fairs,

seminars, different kind of prizes with focus on architects, designers, and students, in order to

encourage the use of timber in constructions. The Belgium wood industry also markets its

main building as all interests of the industry is gathered in one place.

The listed advantages, strengths and opportunities for timber frames are that wood/timber is

perceived as a natural material and therefore environmentally correct and ecological. The Irish

report indicates as well that due to excellent use of advertising media including radio,

television, and printed media the Irish timber industry has been very strong in getting their

„environmental‟ and „thermal insulation‟ messages across. Further, the UK report also include

that a great majority of wood-based products in the UK are now also Certified - as coming

from legal and responsible sources. This presents specifiers, buyers and users with the

confidence that they are dealing with an ethical industry intent on protecting its precious

14

natural resource. The report indicates however that the greatest challenge for the UK timber

industry is to maintain its rare ability of offering an unparalleled combination of commercial,

social and environmental benefits. This is closely linked to CSR, corporate social

responsibility, where a company seeks legitimacy and approval from the population in a

country through CSR and where the legitimacy from the public is obtained where there are

some responsibilities that the company must consider such as social and environmental. The

UK wood industry, or TTF, has been undertaking some research into CRS in the timber trade

with the funding from the UK Department for International Development. The aim is to

develop guidelines on best practise and policy advice to government. Through the CRS the

industry is creating a positive public image.

The weaknesses pointed out in most of the reports are the damp and mould issues as well as

the fire risks linked to timber frames. The fire risk is especially pointed out in the UK report

where the timber frame industry is seriously threatened by a series of ongoing high profile

fires on multi-storey buildings. The Swedish report mentions this problem as well; it indicates

however that time will show the negative but also dangerous effects of the use of the timber

frame from a fire safety perspective. Another weakness is that even if the wood industry and

its marketing is well developed many of the included countries in this paper is lacking a trade

organisation focusing on constructions in wood, as mentioned earlier.

The more acute of the threats or challenges facing the timber industry are rising prices of

energy and raw materials but also the effects of the current economic situation which makes

the growth slow down. The raised export duties in Russia does as well effect the Finnish and

Swedish market negatively, where the Finnish report specify that some 20% of wood needed

in Finland traditionally comes to come from Russia.

More threats facing the wood industry may however arise, since the wood industry as well as

many other industries are facing difficult times due to the global credit crunch.

15

3. Section 2: Steel

3.1 Austria


Österreichischer Stahlbauverband (ÖSTV) is the only organisation for the most important

companies in the steel branch. Its objective is to represent the interest of its members vis-à-vis

legislator, authorities. ÖSTV main focus is research. Website: www.stahlbauverband.at

Fachverband Maschinen & Metallwaren Industrie (FMMI) is an interest organisation for all

industries within the machine and hardware industry and therefore also for the steel

construction industry. The organsation also deals with marketing and lobbying as well as

norms for steel building. Approx. 18,000 people (2007) are working within the steel building

branch. Website: www.fmmi.at

Big companies within the Austrian steel branch are, Voestalpine AG, Haslinger Stahlbau

GmbH, Waagner-Biro Stahlbau AG, Doubrava GmbH & Co. KG.


The steel industry in Austria does not have any formulated market activities or argument for

the use of steel.

SWOT


- Static properties – “lean

construction/production”

- Prefabrication – “fastness” in building

etcetera

- Immediate capacitance

- Homogeneity of the material – quality

assurance

- Good exact calculability

- High variety of possibilities – “everything

is possible” with steel

- Lots of research in this field

- Fire control – steel loses half of its

consistency when it reaches 500 degrees

- Fear of corrosion – attendance is relevant

for security matters

- Dependence on raw materials and energy –

“price increases” possible

- Few aggregations of firms – no joint

appearance of companies

- Some planners have a lack of knowledge


- Strong exports due to good quality

- Innovations in the field of material and

assembly

- Unused potential in house building so far –

light constructions with light steel as new

possibility

- Dependence on raw materials and prices

- High costs of labor due to high demands on

quality

16

3.2 Belgium

Number of employees in the Belgium steel industry is approx. 16 960 people in 15 different

companies.

Total turnover: 12 billion Euros.

Change of turnover during 2007: + 9 %

Export: 8,3 billion Euros.

Big industries within the field are Groupe Duferco and Groupe Arcelor/Mittal.

Trade organisations and their objectives

The Groupement de la Sidérurgie (GSV) is the trade organisation for steelworks companies in

Belgium. The GSV has 15 members and 960 directly employed. Thirteen of its members are

located in the southern parts of the country. Website: www.steelbel.be.

In 2007, important programs of investments in energy material, environmental processes,

innovation products and promotion of the co-producing were launched out. The programs

manifest the trust of the international groups in their site of production in Belgium. These

investments are the motor of progress, growth and strengthening of competitiveness facing the

competition of other producers or other materials.

The Belgian steel sector also aims to establish programs of promoting training in updating

knowledge, competence and know-how of the personnel, and to improve their skills.

The Groupement de la Sidérurgie has four main responsibilities which are listed below.

To represent and protect the Belgium steelwork sector internationally, in Europe and

from the federal and regional points of view.

To assure its members benefits and services.

To study and analyse developments in the sector related to the market, to the social

matters, to the environment, to the transport, in energy and in raw materials.

To inform the public of the achievements in the sector and to contribute to the “Centre

Information Acier” in the promotion of the material steel.


The promotion of Belgium steel is mainly made by the Groupement de la Sidérurgie and le

Centre Information Acier. Website: www.infosteel.be. They promote and reinforce the use of

steel in buildings as well as making sure of the transfer of technical knowledge in steel

building between different actors of the sector. The Centre Information Acier is also

responsible for lobbying.

Le Centre d’Information Acier focuses its message on the quality and as a result lasting

usage of the material steel in building. In order to do that it puts the emphasis on an usage of

the steel correspondent to prescripts techniques. Le Centre d’Information Acier also have two

plans for topics that they deal with in more depth. A first plan concerns the publication of

textbooks which represent how to use the material steel correctly. Secondely, they offer

detailsed techniques of building which answer to all new thermal norms, acoustics and

energetics, as well as in protection.

17

A selection of marketing channels used to promote steel are different publications, a review

“staal-acier”, yearly events – “Concours Construction Acier “ [steel construction

competitions] and “Journée Construction Acier” [steel construction day], events for

professionals working in the sector as well as events for students and professors. Exercise

books gathering examples of application of news legislation (Eurocodes).

Networks are also an important part of the marketing strategies used by the Belgium Steel

industry. The networks consist of different centres following the same purposes as Le Centre

d’Information Acier. The purpose of the network is to assure a wider broadcasting and more

efficient and knowledge about the applications of steel.

SWOT


- The intensity of the investment drives

metallic and mechanical building towards a

new top


- Strong increases in prices of raw materials

and of energy


- Recyclable character of steel

- Increasing consumption in the development

of the emergent countries (population growth,

need of facilities)

- The insurance of the supply of raw

materials in the long term.

- The import from China which is

multiplied by 10 during the last two years.

Supplier outsides in the zone EU27 do not

have to answer to the same norms as those of

the zone EU27. A need for all suppliers to

submit to the same prescrips is therefore

required.

3.3 Finland


Suomen Teräsrakenneyhdistys TRY [Finnish constructional Steelwork Association] which six

persons are working. The association‟s objective is to improve the usage of steel and metal

constructions in Finland. The most important financing partner is Rautaruukki Oyj, the

Finnish steel producer. They have a division named Ruukki Construction, which operates in

the Nordic, Baltic, eastern European countries and in Russia. Website:

www.terasrakenneyhdistys.fi

Standardisation is taken care of by MET (Finnish Technology Industry), they have also labour

affairs.


Technical projects, standardisation, information material and computer programs for

designers. The arguments they use in promoting their products is that it is modern, fine,

economical, easy to recycle and light.

18

SWOT


- Dimensional tolerances somewhat better

than for concrete

- Dry connections

- Very few bigger companies which really

develop the branch


- Light metal claddings

- Steel balconies

- Long span structures in industrial halls and

super markets

- European lobbying for better fire

regulations

- Wold market price of steel and construction

in Far East

3.4 Ireland

Steel frame house construction in Ireland is almost negligible and represents about 2% of

market share.

3.5 Italy

Trade organisation

The Steel trade association that represents the steel used for frames is week in Italy, only four

or five people are working in the organisation.


Over the last two years the association has however started to organise events around Italy

targeted to the designers in order to promote "to build using steel". Arguments they are using

are durability, steel fit for complex structures, fire resistance, use of stainless steel, surface

treatment for durability. They also promote for the use of steel when building in seismic areas

(use of eurocodes).

They have also recently pressed the Italian government to take some action against the

increase in price of steel as raw material.

3.6 The Netherlands

Business structure in the Netherlands is one steel mill and many hundreds of production

plants of steel structures

Overall sales and profits: 750.000 tons (= € 750 million) of steel delivered to the construction

industry of which 350.000 ton(s) of beams. (of which beams represent 350 000 tons?)

Pricing information: € 1000,-/ton average.

Trade Organisations and their objectives

19

The foundation Bouwen met Staal is a national organisation for the use of steel in the

Construction industry, 14 people are working within the organisation. The foundation offers a

platform to the 2500 members to exchange knowledge and experience. It also wants to

support all parties in the Construction industry – from sponsor till subcontractor – with the

application of steel. The activities are as far as possible tailored to steel applications in the

industrial Construction, residential, housing and infrastructure. The foundation organises the

following activities: excursions and seminars, free evening sessions, annual graduation price

Steel, adjust commissions, etcetera.


National Steel Construction day, seminars, student Steel Award, national steel award, student

steel day, branch magazine “Build with Steel”. Arguments they use is that steel is versatile,

flexible and sustainable.

SWOT


- Short delivery

- Light weight

- You can built fast with steel

- It takes a long time to do the drawing

there is barely thermal mass


- Flexible

- Light weight

- Recyclable

- High price of steel

3.7 Sweden

Number of people directly employed approx 19,300 (2007).

Export value SEK 71 billion.

Import value SEK 42 billion.


The Swedish steel industry‟s trade organisation is Jernkontoret (the Swedish Steel Producers

Association), whose daily operations are run by around 25 people. Jernkontoret represents the

steel industry in issues concerning trade policy, research and training, standardisation, energy

and the environment, and taxes and fees. Jernkontoret is leading the collective Nordic steel

research. The association also draws up industry statistics and carries out geological research.

Website: www.jernkontoret.se

Stålbyggnadsinstitutet – SBI (the Swedish Institute of Steel Construction) is an independent

organisation financed via Stiftelsen Svensk Stålbyggnadsforskning [the Swedish Foundation

for Steel Construction Research], industry, and national and international research financiers.

The Foundation‟s partners are companies with interests within the steel construction industry.

The activities of Stålbyggnadsinstitutet are based on providing the players involved on the

construction market with information, training and technical resources for constructing steel

buildings. The institute‟s task is to make the use of steel more efficient, and thereby to

increase the competitiveness of steel as a building material. Website: www.sbi.se

Companies within the industry are SSAB, Ovako, Sandvik, Fagersta Stainless, Outokumpu

Stainless Tubular Products.

20


The SBI awards the Stålbyggnadspris [Steel Design Award] every second year. The

Stålbyggnadspris is awarded to a construction project utilising steel in its load-bearing

structure in an innovative and architecturally appealing way. The purpose of the prize is to

encourage the use of steel in construction projects and to give rise to new ideas and

inspirational designs. But, perhaps most specifically, the prize is intended to bring attention to

architects, engineers and companies that choose to utilise the properties of steel in a clear,

well executed manner. The SBI also issues a magazine Nyheter om stålbyggnad [Steel

Construction News]. The magazine contains articles about construction projects in Sweden

and abroad, information about new construction methods and various design issues. It also

contains articles on factors such as the fire protection, manufacture and assembly, joining and

rust protection of steel structures. Nyheter om Stålbyggnad is issued twice a year (spring and

autumn) and is distributed free-of-charge to designers, building contractors, architects,

purchasers, steel construction workshops, materials manufacturers, teachers and students at

universities etc. It has a print-run of 5000 copies. The steel industry also markets itself via the

Internet and by gathering industry people together at Stålbyggnadsdagen, the annual steel

construction conference, at which courses and seminars are organised.

The steel industry makes an annual investment of around SEK 1 billion in research into steel.

The majority of the research (80-90 %) is carried out within the various steel companies, and

the remainder (10-20 %), is performed as joint research within Jernkontoret‟s technology

areas and at institutes and colleges. Swedish steel research focuses on concentrated resources

within specialist niches and on maximum utilisation of the opportunities for collaboration

within the Nordic countries and within the EU. One area in which vigorous investment is

going to be made is climate research.

The steel industry and, in particular, steel research collaborates with colleges, research

institutes, trade organisations and public authorities. Since 1969, the Jernkontoret network has

included participants from all of the Nordic countries. Important financiers within the field of

research for environmental improvements and energy savings include Mistra and the Swedish

Energy Agency. Vinnova is also a significant financier of other projects within the

development of steel industry production processes, new materials and manufacturing

methods as well as advanced modelling. In addition, the SBI has a network of specialists to

refer to, both inside Sweden and abroad.

Below is a presentation of a selection of the arguments used by the steel industry in its

marketing of multi-storey buildings with steel frames.

Steel is not organic and therefore safe to build with in regards to damp and mould.

Steel is a highly durable building material.

Steel is 100 % recyclable.

Steel is a multi-faceted material and has many good material characteristics such as

high strength. That means that this material can be customised precisely for the area of

application, which means that smaller volumes of material are required to fulfil its

intended function.

Smaller volumes of material lead, in turn, to fewer transports, lower extraction of

resources, fewer emissions and lower energy use.

Buildings using steel frames provide good levels of safety, comfort and acoustic

insulation. Steel building systems provide good thermal insulation and therefore lower

energy consumption.

21

Steel makes lightweight structures possible, and therefore reduced loadings on

foundations and soils.

SWOT


- Major focus on research - No direct trade organisation


- Exports

- Industrial construction processes

- Price trends

- Insufficient resources for research

3.8 United Kingdom

Business structure: Most steel-frame buildings are erected by UK specialist contractors

represented by the UK Constructional Steelwork Association. Two thirds of the steel sections

are imported, one third are supplied by Corus, now part of Tata.

Market share: Constructional steel accounted for 1.4 million tones of market demand in 2007.

Main markets are framed buildings and bridges. Steel frame has 2% of the residential market;

90% of the retail and industrial market and 70% of the commercial market. It also holds 95%

of the small agricultural buildings market.

Trade organisation and objectives

Corus is a part of the UK Steel Association representing all forms of steel production

including reinforcement mills. Approx. 80 people are working within the organisation but

Corus as a monopoly performs many of the roles of a trade body. Website: www.corusconstruction.com

Fabricators are part of the British Constructional Steelwork Association Limited. The

association is the UK`s national organisation for the steel construction industry. The principal

objectives of the association are to promote the use of structural steelwork; to assist specifiers

and clients; to ensure that the capabilities and activities of the industry are widely understood

and to provide members with professional services in technical, commercial, contractual,

quality assurance and health & safety matters. The Association's aim is to influence the

trading environment in which member companies have to operate in order to improve their

profitability. Website: www.steelconstruction.org

Research is focused through the Steel Construction Institute. Website: www.steel-sci.org


Press releases, awards such as “About Living Steel” which is a worldwide programme to

stimulate innovation in the design and construction of housing. The programme was launched

in February, 2005. Other awards are “Structural Steel Design Awards” and “Corus Student

Awards”. Corus also organise seminars and courses.

Advantages of the use of steel presented by the British Constructional Steelwork Association

are:

Low cost

Strength

Durability

22

Design flexibility

Adaptability

Sustainability

Recyclability

3.9 Analysis and conclusion

Regarding steel as a material for frames for the multi-story residential market their market

share is rather small in most of the countries. Steel is instead the market leader in industrial

buildings, commercial buildings and bridges.

A lack of trade organisations focusing on steel construction exist in the steel industry. An

example is the Swedish trade organisation Jernkontoret who acts on behalf of the entire steel

industry which may result in the steel construction industry and issues relating to steel

construction not being given the focus required. In Italy the market share for wood and steel is

far less than concrete and therefore steel has never been regarded as a big competitor to

concrete. Similarly in Ireland where the market share for steel frame house construction is

about 2%, steel is not seen as a real competitor to concrete.

Promotion carried out by the steel industries is manifested through different kind of awards

and prizes to encourage the use of steel in construction projects and to give rise to new ideas

and inspirational designs. But the aim is also to bring attention to architects, engineers and

companies that choose to utilise the properties of steel in a clear, well executed manner. Other

marketing activities are steel construction days (in the Netherlands and Belgium for example)

and seminars.

One of the clear advantages and strengths of the use of steel in construction is its

sustainability. Steel is said to be the world‟s most recycled construction material by far. A

recent study in the UK by the University of Wales indicates that 99% of structural steel in

demolition is either recycled or re-used. Another strength pointed out in the Finnish report is

that steel allows longer span construction which improves the building‟s flexibility. Further

strengths mentioned in the reports is the efficiency by using steel in construction as well as

the amount of research which is made within the field. In addition, one of the main

opportunities available to the industry is increasing export possibilities.

The biggest threat towards the steel industry is the increasing cost of raw material and energy.

The Dutch report indicates that due to the high steel price costumers are looking for

alternative solutions. The UK reports stress that steel has increased in price due to a dramatic

increase in global demand for steel, iron, ore, coal, shipping, etcetera, particularly from China

and India. The UK report indicates however that steel will remain competitive through

continuous improvement in production, design and construction.

The UK report does further point out that there is no doubt that the worldwide credit crunch

and the loss of consumer confidences are having an impact on the UK construction market.

This may be a situation other construction markets around Europe are facing or will face in a

near future as well. The UK report specify however that the UK steel construction supply

chain is the world‟s best and is well positioned to weather any significant downturn. The

underlying global steel construction demand will continue to grow in the medium/long term

and will present opportunities to UK companies both in home and export markets.

23

4. Appendices

2002 2003 2004 2005 2006

Annual

change

Round wood

Sawn wood

Veneer sheets

Plywood

Total

5,503

1,429

44

152

7,128

5,503

2,259

48

156

7,966

5,919

2,218

51

171

8,359

6,408

2,327

52

117

8,904

6,918

2,627

56

116

9,717

6%

16%

6%

-7%

8%

Figure 1: Belgium’s industrial demand for all timber 2002-2006, in 1,000 m3 Source: CBI

2002 2003 2004 2005 2006

Annual

change

Round wood

Sawn wood

Veneer sheets

60,711

5,461

22

61,683

5,915

16

61,717

5,722

12

62,399

5,117

19

59,468

5,077

24

-1%

-2%

2%

Figure 2: Finland’s industrial demand for all timber 2002-2006, in 1,000m3. Source: CBI

2002 2003 2004 2005 2006

Annual

change

Round wood

Sawn wood

Veneer sheets

Plywood

Total

7,315

9,346

626

804

18,091

6,952

8,863

624

861

17,300

7,481

9,084

628

865

18,058

7,758

9,156

622

776

18,312

7,485

9,442

623

671

18,221

1%

0.3%

-0.1%

-4%

0.2%

Figure 3: Italy’s industrial demand for all timber 2002-2006, in 1,000 m3. Source: CBI

2002 2003 2004 2005 2006

Annual

change

Round wood

Sawn wood

Veneer sheets

Plywood

Total

868

2,930

20

491

4,309

651

3,032

29

495

4,207

421

3,060

19

496

3,996

675

2,891

21

486

4,073

639

3,109

30

543

4,321

-7%

1%

11%

3%

0.1%

Figure 4: Industrial demand for all timber in The Netherlands 2002-2006, in 1,000 m3.

Source: CBI

2002 2003 2004 2005 2006

Annual

change

Round wood

Sawn wood

Veneer sheets

Plywood

Total

7,499

10,506

28

1,080

19,113

8,414

11,101

23

1,186

20,724

8,069

11,054

25

1,383

20,531

8,122

10,634

65

1,342

20,163

8,053

10,278

52

1,371

19,754

2%

-1%

17%

6%

0.8%

Figure 5: UK’s industrial demand for all timber 2002-2006, in 1,000 m3. Source: CBI

24

Imports Value

year

country item 2006

Austria Roundwood + 739376.00 1000 $ A

Belgium Roundwood + 172822.00 1000 $ A

Finland Roundwood + 754756.00 1000 $ A

Ireland Roundwood + 74584.00 1000 $ A

Italy Roundwood + 583422.00 1000 $ A

Netherlands Roundwood + 33253.00 1000 $ A

Sweden Roundwood + 412854.00 1000 $ A

United Kingdom Roundwood + 143683.00 1000 $ A

A = May include official, semi-official or estimated data

Exports Value

year

country item 2006

Austria Roundwood + 80886.00 1000 $ A

Belgium Roundwood + 83108.00 1000 $ A

Finland Roundwood + 67581.00 1000 $ A

Ireland Roundwood + 13688.00 1000 $ A

Italy Roundwood + 7051.00 1000 $ A

Netherlands Roundwood + 33981.00 1000 $ A

Sweden Roundwood + 171918.00 1000 $ A

United Kingdom Roundwood + 48949.00 1000 $ A

A = May include official, semi-official or estimated data

Figure 6: Import and export values of roundwood. Source: FAOSTAT

25

Price (€/ton) Percentage

Country Type of

steel 12/2003 - 01/2004

End of March 2004 Forcast

Forecast period

End of March 2004 Forcast Notes

Austria Not specified 330 480 520 End of April 45% 58%

Belgium

Reinforcement (rigid) 200 395 98%

Wires 365 605 66%

Wire mesh 425 680 60%

Germany Not specified 375 585 56%

Finland Not specified 330 470 42%

Italy Prestressed 625 740 18%

Norway Not specified 350 550 57%

Spain Not specified 400 750 1000 End of the year 88% 150%

Importing steel from other countries is forbidden by the law.

Figure 7: Steel prices in seven countries. Source: Betongvaruindustrin

Figure 8: Steel vs. Concrete – cost comparison in the UK. Source UK report

26

Figure 9: Market share for the steel and concrete frames in the UK. Source UK report

Figure 10: Specific energy consumption and CO2 emissions, 1975-2000. Source report from

European commission

27

5. References

Analyse Compétitive du marketing de l‟industrie du bois et de l‟acier en Belgique by Fédération de l‟Industrie

du Béton

BIBM Competition analysis –Finland

British Woodmaking Federation 2008. Retrieved 29.10.08 from

http://www.bwf.org.uk

CBI 2008. Retrieved 08.11.21 from

http://www.cbi.eu/marketinfo/cbi/?

Competition analysis – the Netherlands

Competitive analysis of the marketing communications of the timber and steel industry in Sweden

Competition Analysis Ireland - Compiled By: Brian O Murchu, Irish Precast Concrete Association

Competitive analysis Austria by Verband Österreichischer Beton- und Fertigteilwerke

Corus in construction 2008. Retrieved 19.11.08 from

http://www.corusconstruction.com/en/news_and_events/seminars_&_courses/

Food and Agriculture Organization of the United Nations 2008. Retrieved 08.11.21 from

http://faostat.fao.org/site/626/DesktopDefault.aspx?PageID=626#ancor

Information about the Italian timber and steel industry received per email

NTTA Policy Plan 2006-2009 by the Netherlands Timber Trade Association (NTTA)

Report from the European commission. Retrieved 21.11.08 from

ftp://ftp.cordis.europa.eu/pub/coal-steel-rtd/docs/events-infostp_full-report.pdf

Report: Wettbewerbsanalyse der Holz- und Stahlbauindustrie in Österreich by Martin Kremmer

Steel construction.org 2008. Retrieved 19.11.08 from

http://www.steelconstruction.org/steelconstruction/guestLogin

Timber Trade Federation 2008. Retrieved 29.10.08 from

http://www.ttf.co.uk/industry/statistics/

Trade… all about timber 2008. Retrieved 29.10.08 from

http://www.trada.co.uk

UK Timber Frame Association 2008. Retrieved 29.10.08 from

http://www.timber-frame.org/

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